"Provocation" is the first Russian brand representing T-shirts and accessories with causing prints and inscriptions. A bright provocative design is addressed to positive people with a healthy sense of humor. The founders of the brand are confident that there are few people in the world who would like to dress are boring and constantly be sad, and clothing from "provocation" is created just for fun and raising mood. Pictures and whipped phrases on T-shirts will allow you to express your thoughts or attitudes to something. Women's clothing brand "Provocation" managed to appreciate the actors, TV presenters, TV shows from Russia and CIS countries.

Sweets Provocation

The brand was founded in 2008, and in a year became a recognizable brand. "Provocation" has a large number of shopping points in Moscow and many cities of Russia, Ukraine and Belarus. Brand products are also implemented in online stores.

Provocation, Male Collection

In the brand collections, fashionable T-shirts, sweatshirts, sweatshirts, underwear, watches, bags, caps and decorations are presented. The network of the brand is regularly replenished: new prints appear once a week, and the model range is updated every 1-2 months. Manufacturers do not limit the age of their target audience, according to their observations, the products of "provocations" are glad to buy people from 16 to 60 years.

Material prepared specifically for nonsense

× This franchisor has not updated its proposal for more than a year.

Brand: Provoka, provocation.
Kind of activity: Retail sale of clothing and accessories with provocative prints.
Approximate investments: from 190.000 rubles.
Room need: from 4 m 2.
Right holder company: Ltd. "Provocation-Production".
Registration of the concession agreement in Rospatent: Yes.
Number of franchising points / partners: 120.
Number of own points: 4.
Powered payment: 40.000 rubles.
This Royalty Free: No.
Advertising or Marketing Fund (per year): Not reported.
Planned payback period: from 3 months.
Company phone: +7 495 768 11 53.
Company Website: www.provokacia.com.

"Provocation" is a retail network for the sale of clothing and accessories with creative, provocative printing pictures. The company was established in 2008. Today in the range of "provocations" there are clothes for adults and children (T-shirts, sweatshirts, pants and caps), accessories (covers and covers), Lower and bed linen. All things are decorated with original inscriptions and images. The basis of the range - T-shirts. Buyers of clothing from "provocations" are people without restrictions on age; Those who are important self-expression and free manifestation of emotions.

In the "provocations" apply only those merry prints that cause pleasant emotions and smiles. The company reports that T-shirts and underwear for depiction of images are produced in Russia from quality materials. Since 2011, in the range of "provocations" there are T-shirts of 100% cotton. Printing images is performed by silk screen. Print is bright, it does not crack and does not fade, withstanding at least 50 washes. Products of the "Provocation" brand is made on the company's own sketches. Every week new items appear in the collection of provocative prints.

In 2010, Provocation announced the launch of the franchise program. Already in 2012 franchise "Provocation" Franchise No. 1 was recognized in Russia according to Forbes magazine (July 2012). In July 2013, the franchise entered the top 10 rating of the "most profitable franchises" according to this magazine.

Options for outlets "Provocation"

1. Island point:

• "Optimum" (for cities with a population from 450 thousand people, including for Moscow and Leningrad regions);
• "Standard" (for cities with a population of from 200 to 450 thousand people);
• "Mini" (for cities with a population of up to 200 thousand people).

2. Full-quality store with a retail area of \u200b\u200b16-30 m 2.

Support for acquirements franchise "Provocation"

• Development of store design of creative T-shirts and clothes.
• The selection of the optimal range based on the analysis of consumer demand.
• Training of Creative T-shirts store staff sales skills, competent calculation of goods, accounting of commodity residues.
• Departure of a personal manager for helping the opening of a store and training personnel (additional service).
• Advertising support from the head office: provision of advertising materials, centralized network advertising, free designer services and copywriter.
• "Provocation" connects its franchise partners to fulfill the orders of the online store of T-shirts, clothes and accessories received from the region, where the partner works.
• Online ordering system for goods and free shipping cargo to transport company.

Many companies say: "Our products are qualitative." But for some reason they do not explain what these words mean. The quality of "provocations" is that for its customers we choose all the best: threads, fabrics, ideas, prints. We asked customers: "Our products are high-quality?". They respond: "Yes, very high quality." And they buy new collections of "provocations" clothes. And so that you have no doubt, read about the quality of "provocative" products.
Quality Nights

About Singa
Tailoring of T-shirts, sweatshirts and panties begins with the processing of cotton thread. Threads for products "provocations" pass the highest degree of treatment - singing. So it turns out soft, pleasant to the touch canvas.

About Kulirka

Kulirka (sulinary surface) is a fabric from which the T-shirts and cobblers are sewn. This fabric is thin and misses the air well, so in our things you can dance, run, jump and feel comfortable. And this cloth is durable and almost never reversed.

About elastan
So that the courage does not stretch and did not sit after washing, 5-8% of Elastane add to it. Thanks to this, the products "provocations" hold the form and even after multiple styrics look like new ones.

About footer
The footer is a fabric from which the "provocations" sweatshirts sew. This fabric is soft and warm, so in cool weather you will not freeze in the "provocative" hoodies.

Quality ideas
Clothing "Provocations" - pure canvas for the implementation of designer ideas. But the idea should also be high quality. In "Provocation" print only stylish and interesting prints that will cause pleasant emotions and smiles.

Quality Nights

For the application of prints on the "Provocation" clothing uses the best possible ways - silk-profile printing. Print is bright, it does not crack and does not fade after washing.

Qualitative clothes

The result of quality work is high-quality clothing.

Pleasant body. Clothes made of soft elastic fabric beautifully "sits" on the body.
- Pleasant eye. Bright and original print pleases the eyes.
- Pleasant for feet. Feet know that the body in the clothes "provocations" is comfortable, even if they dance all night.
- Pleasant for the head. The head is confident that the clothes will look great after washing.

And on each product - branded label and label "provocations". This is our brand and the sign of what you wear stylish clothes and love pleasant emotions.

How do you prove?

We received all the necessary certificates for "provocative" products, no doubt of its quality and we guarantee.

Warranty 50 washes.

On products and prints "Provocations" you get a guarantee - 50 washes. If the product or image on it loses the look after washing, we will refund your money. Warranty 50 smiles. Wearing "provocations" clothes - this is a pleasure. Obviously eyewitnesses confirmed that the print on 1 product causes a minimum of 50 smiles at its owner and surrounding. If you wear a "provocative" clothes you will be sad or unpleasant, we will refund your money.

All products "provocations" quality?

Exactly. The range of our products is constantly expanding. Now "provocation" produces not only clothes, but also accessories: bags and watches.

Bags.

Made of high-quality artificial leather. The material is specially processed and does not crack in the cold. With the bags of "provocations" you can walk both in the summer heat, and in the winter stub.

Clock.

Belts of the "provocations" are made of genuine leather. And looking at the dial of "provocative" hours, you will find out the exact time and improve your mood.

We are "provocation", we must provoke people with our prints, "Vasily Smirnov's co-owner was hot on one of the first brainstorms of the company.

The case was in 2009. Variants of prints for T-shirts that were offered designers, he strongly did not like. Then he came up with two own. The first print of Smirnov, now, by part-time, the Deputy Chairman of the Board of the Club of Orthodox patrons, describes as follows: "Burunduk Dale from the cartoon" Chip and Dale "in the Hawaiian shirt with a wide smile neatly, from under the floor shows the middle finger." The second print depicted Teddy's teddy bear with a childbearing organ.

These T-shirts became the first hits of "provocations". Expedition and I "M Siberian, who also produce t-shirts with prints, diplomatically declare that their values \u200b\u200bdiffer from those that professes" provocation ". Meanwhile, buyers of creatives appreciated. For four years," provocation "has become the largest in Russia The manufacturer of printing t-shirts. They are sold through a network of 118 outlets in Russia, Belarus and Kazakhstan (115 of them owned by the franchisee).

The cumulative turnover of the network, according to Smirnov, is more than 300 million rubles. True, about the fact that the use of images of cartoon characters and real people should be paid, he does not think.

OMG what a man!

CEO and co-owner of the company "Provocation" Asmick Gevorgyan shows photos on his phone: youth crowds around a tent with a "provocation" logo. "This year, on the" Seliger "in a few days, we sold 3.5 thousand T-shirts, so much the usual point-island sells for a month," she praises. The hit was a T-shirt with a photo of Vladimir Putin and signature "Oh God, what a man!".

The idea of \u200b\u200bcreating T-shirts with relevant prints came Gevorgyan in the All-Russian Youth Forum "Seliger" in 2008. Gevorgyan headed the department for working with innovations in our "Ours" movement (in the same place for several years earlier, the technical director worked and Smirnov). They spent a month on the forum. "I realized that for young people, T-shirts with prints are self-testing, and self-expression," says Asmik.

In 2009, partners came up with several tens of prints and posted an order for the first batch of 6 thousand T-shirts at one of the Moscow industries. The Managing Director of Esper Group Daria Nuclear is assessed by the potential volume of T-shirts for $ 500 million T-shirts. T-shirts with provocative inscriptions on the market were, but often poor quality, synthetic and cheap, in the range of 1 thousand rubles. a piece.

T-shirts "Expedition" sewed from cotton, but were printed in one color, and their price was no higher than 700 rubles. Smirnov and Gevorgyan decided to play in another price segment. Their t-shirts with colored prints, stitched from expensive cotton, cost about 1 thousand rubles. In May 2009, Gevorgyan agreed with several multi-end clothing stores, but the cooperation was unsuccessful: merchants poorly laid out T-shirts, because of what sales almost did not have, or did not hurry to give money for the goods sold.

The "provocations" helped crisis: the square in the shopping centers were exempted, and in October Gevorgyan and Smirnov were able to rent 5 square meters. m in the shopping center "Okhotny row". On trial parties and launch of the first point, they spent 3 million rubles. In December, the monthly turnover "island" in the "Okhotny Row" reached 2.5 million rubles. But to open the second point was not easy.

In 2010, competing for trading areas resumed. In addition, the logo "provocations", where, for example, the letter "A" is drawn in the form of female legs with low-profile cowards, did not cause a pleasant attitude at the departments for working with tenants. Everything changed the case.

At the presentation of "provocations" before managers of the shopping center "European", one of the top managers of the center turned out to be, and he liked the project. After opening in the "European", the rental issues began to be solved easier. "Being an unknown company, come and get up to the shopping center almost impossible," says Gevorgyan. "But if you are already presented somewhere, and especially in the" European ", then you get the green light. All shopping centers actually look at each other. ".

By the fall of 2010, the "provocation" opened seven outlets in Moscow. Subsequently, four of them were closed due to low passability. But the average turnover of the most successful, in the shopping centers "Okhotny row", "European" and "red whale", exceeded 2.5 million rubles. per month. For comparison: the turnover of the island points of the "Expedition", according to the company, was from 500 thousand rubles. up to 1 million rubles.

The rapid growth of "provocations" began in 2011, after the company began selling franchise. 4 points on average opens the "provocation" on the franchise every month in 2013. In September, it turned out even more - six

Peak demand

Even before work in "Our" Gevorgyan was the Director of Development of the Deloshop Franchise Broker. Therefore, when in the mid-2010 in the "provocation", requests for the sale of the franchise began to receive, she herself prepared all the necessary documents for several months. Investments to the opening of the island point of "provocations" on a franchise are for different cities from 200 thousand to 1 million rubles. (Almost two thirds of the amount falls on the commodity supply). One-time entrance fee is 30-50 thousand rubles. This royaltie "provocation", like most clothing retailers, does not take, earning the wholesale supply of franchisees. The declared payback point is from two to six months.

The first franchisees "provocations" became Alexander Kasparas, who had previously worked as the Expedition Manager. Kasparas chose between the former employer's franchise and the "provocation". The key role, on its recognition, played the size of the markup: the franchisee of the "expedition" margin reached 100%, from "provocations" - more than 200%. In October 2010, Kasparas discovered the "provocation" in the new and at that time the only mall in Tver - "Rubina". The initial investments paid off due to peak demand in the New Year holidays.

In February 2011, Kuznetsova opened the second island in Zelenograd. Now she has seven small stores. In total, for a couple of years, "Provocation" opened almost 140 stores in the franchise and closed 21 (12 of them in Ukraine due to difficulties with customs). To attract partners, Gevorgyan went to reduce purchase prices for T-shirts from 400 to 350 rubles. Because of this, several months "Provocation" worked at zero. But with the increasing number of franchisees and production volumes, the cost of manufacturing products decreased, and the company has entered the plus.

According to SF calculations, today the annual profit of "provocations" (excluding the franchisee) is about 20 million rubles. Two Moscow production on which "provocation" has sewn products, ceased to cope with the order shaft: they began to disrupt the delivery time and reduce quality. Then Gevorgyan and Smirnov thought about acquiring their own workshop.

According to the laws of memes

"Remember Mem:" Who are you? Come on, goodbye! "Are you interested in Smirnov." We started selling T-shirts with such inscriptions exactly three days after it became popular. " Video with meme appeared on YouTube on January 25, 2012 and in a few days scored hundreds of thousands of views. The operationalization of "provocations" was possible only due to its production.

Previously, the company updated the range of no more than once a month, introducing five to ten new prints. In October 2011, the company equipped a couple of workshops in Moscow, but four months later closed them due to too high personnel costs and rental. In June next year, she relocated production to Tver. As Smirnov explains, there were always small sewing shops that allowed the seams to keep qualifications. On leased 1.5 thousand square meters. M Smirnov and Gevorgyan installed several dozen sewing machines, three automatic carousels that apply prints on the fabric, and equipped the warehouse. Investments in production amounted to about 45 million rubles.

Cotton fabric for sewing Gevorgyan began to order in Turkey (procurement was made by partners-manufacturing). Purchasing prices for franchise T-shirts fell from 350 to 300 rubles. Franchisee's margin began to reach 300%. And the number of items in the range of "provocations" increased several times up to 3.5 thousand pieces. The company began to produce sweatshirts, caps, sports pants and bed linen with prints. To present all these goods, Gevorgyan has developed a format of a full-fledged store area of \u200b\u200b16-30 square meters. M, but it was not so successful as the islands - now only 15 points are open.

In summer, 80% of sales make up T-shirts, with the rest of the time sweatshirts and Hoody (sweatshirt with a hood and front pockets) are better selling. In 2012, Gevorgyan and Smirnov also launched a new brand "Ya T-shirt." Under it produced T-shirts from a cheaper material at a price of only 500 rubles. T-shirts under the brand name "Provocation" are now 1.2 thousand rubles. It was assumed that the franchise of shops "Ya T-shirt" will be in demand in small cities, where the purchasing power of the population is low. However, the franchise did not cause interest: a two-time price decline did not lead to a significant increase in demand. All three stores "Ya T-shirt" were reformatted in "provocation".

Touch-patch

Prints in "provocations" come up with not only designers. Often the ideas come from the franchisees themselves. If two people ask the seller a T-shirt on the same topic, it is most likely a tendency, and you need to run goods into production. However, T-shirts on the topic of Pussy Riot "Provocation" never released, although buyers were looking for them. Gevorgyan explains this by the fact that the act of girls from the punk group seemed to her too "unlimited".

Responsibility for selling its Creativity "Provocation" takes on: If a new print did not go, the franchisee can exchange the unpopular collection to a new or classic prints with the "Superman" icon or the British flag that is always popular.

According to Daria Nuclear, this is a rare practice among clothes of retailers. But in relation to the copyright holders the owners of the "provocations" and they themselves are incomprehensible. The catalog on the company's website presents 102 types of T-shirts. Almost half of them depict the heroes of Soviet and foreign animated series, such as Winnie Pooh, Sponge Bob Square Pants, characters from the South Park. There are real personalities, for example, a Comedy Club resident and actor Mikhail Galustyan. None of these images at the "provocation" no license. Asmick Gevorghayan explains that he pays for prints to designers, and on Disney Prints "works with a licensee."

However, Director of Public Relations The Walt Disney Company Cis Elena Yamshshchova says that getting permission to the image of the "provocation" heroes from any of the licensees could not. "This is counterfeit," says Yamchshchikov. The same opinion and other copyright holders who learned about the products of "provocations" from the SF.

According to the Marketing Director of the Marketing Agency Megalicense Roman Fourourt, for non-FMCG, license deductions usually range from 11% to 13% of the wholesale price of goods. Lawyer Oleg Cellov, representing the rights of Galulustov, believes that in the case of "provocation", they can be much higher than 100% of the cost. In other words, at the cost of T-shirts 250 rubles. another 250 rubles. Must get copyright holders. In his opinion, considering that in the production of a T-shirt cheap, a significant part of its value added forms precisely printed. Senetov intends to present "provocations" claims. If the proceedings reaches the court, then, according to Quarter, the copyright holders have great chances of success.

For 2013, judicial practice in Russia is such that the claims of copyright holders satisfy in eight cases out of ten. In more than half of the cases, the violator acquires a license and becomes a licensee. But it is complicated by the fact that even if the "provocation" is ready to pay royalties, the right holders may refuse to use their characters.

For example, a Piglet from the cartoon "Winnie Pooh" studio "Soymmultfilm" on T-shirts "provocations" is located next to the phrase "Is Che?", Which from youth slang is literally translated as "Do you have smoking drugs?". According to the representative of the license department of the "Soyuzmultfilm" Natalia Babich, giving the rights to use the Piglet in such a context of the film studio is not ready. "Dale, showing an indecent gesture, is a very serious violation," Jamshchov supports. Hardly the rest of the multiplers want their characters to be associated with alcohol, drugs or indecent gestures.

Ilya Ignashev, founder and director of Printdirect:

The question of the legitimacy of the use of content in the niche of the attached T-shirts is quite complicated. The main problem is the cost of licenses and the unavailability of copyright holders. In most cases, licensing even half of the content will make the business seller unprofitable. On the one hand, you can earn, until no one touches. Most often it happens. Similar, for example, took place in the musical and film industry. But now the market has changed.

On the other hand, it is unlikely to reasonably build a long-term business that it cannot exist from the point of view of the civilized market.

Main prints

Most companies producing t-shirts with prints are clothing manufacturers for which T-shirts are just one of the product categories. The widest selection of prints can be found on the Internet.

The most notable online players are the store vsemayki.ru and the PrintDirect service, which works using Print-On-Demand technology. Their turns are comparable with the turnover of the network "Provocation", but they do not seek offline trading. However, recently, there are also new players, such as shops that sell souvenirs and t-shirts with symbolism related to Siberia. Now this company has seven dots.